Campaign testing evaluates a connected set of marketing messages and executions before, during, or after a campaign.

Click-through rate is the percentage of recorded impressions that result in a click, calculated as clicks divided by impressions multiplied by 100.

Concept development turns an initial opportunity or idea into a testable proposition with a clear audience, benefit, and supporting features.

Concept testing evaluates an early product, service, feature, or proposition with intended customers before committing substantial development or launch resources.

Concept validation tests whether evidence supports an idea’s key assumptions strongly enough to justify its next development decision.

Conjoint analysis estimates how people value product attributes by analyzing choices or evaluations of combinations of features and prices.

Consumer insights are evidence-based explanations of why people behave as they do, used to guide a specific business decision.

Consumer preferences describe the relative appeal of alternatives when people compare products, features, experiences, or benefits.

Consumer research is the systematic study of people’s needs, motivations, experiences, and buying decisions to inform business choices.

Consumer segmentation divides a market into meaningful groups whose needs, behaviors, or attitudes differ in ways that support different business actions.

Conversion rate is the proportion of eligible visits, users, or interactions that complete a defined action.

Creative effectiveness is the extent to which an advertising execution earns attention, communicates its message, builds the brand, and supports the intended action.

Creative optimization is the iterative improvement of advertising elements using audience evidence and performance results.

Creative testing evaluates advertising ideas, visual executions, copy, or formats to identify what resonates and why.

Customer Effort Score measures how easy or difficult a person finds a specific interaction, such as resolving a support issue or completing a return.

Customer experience is the overall perception formed through a person’s interactions with a company, its products, and its services.

Customer insights are evidence-based understandings of existing or prospective customers that help improve products, experiences, and relationships.

A customer journey maps the stages, touchpoints, goals, and experiences a person encounters while interacting with a brand.

Customer satisfaction measures how well a product, service, or experience meets a customer’s expectations at a defined moment.